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Social media is an information channel; it's like radio or TV... In Cisco, we made a lot of money on public protocol. I think the social media model replicates that protocol.

Social media is natural to me, and it's a very immediate way of saying something. It's the way politics are done these days. In modern politics, you can't ignore that even if you wanted to. I can't imagine doing politics without it.

When I hear people debate the ROI of social media? It makes me remember why so many business fail. Most businesses are not playing the marathon. They're playing the sprint. They're not worried about lifetime value and retention. They're worried about short-term goals.

Since social networks gained popularity extremely rapidly, there had been a debate as to whether social media was a fad. There are countless pieces of evidence now proving the contrary, among them the explosion in Twitter growth and Facebook's public listing.

We use social media as an adjunct to my total media/market outreach.

I think social media has amplified a lot of voices that maybe traditional media hasn't perfectly portrayed.

Social media is here to stay, and the social phenomenon that is bringing this about is consumers' willingness to share more about themselves, share more about what they're doing... people are even willing to disclose where they're at. And this phenomenon is going to create huge commerce opportunities on the web.

You cannot underestimate people's ability to spot a soulless, bureaucratic tactic a million miles away. It's a big reason why so many companies that have dipped a toe in social media waters have failed miserably.

In the coming years, if not sooner, social media will become a powerful tool that consumers will aggressively use to influence business attitudes and force companies into greater social responsibility - and, I suggest, move us towards a more sustainable practice of capitalism.